声明
摘要
Abstract
Contents
1 Introduction
1.1 Research Background
1.2 Research Questions
1.3 Research Methodologies
1.4 Research Significance
1.5 Thesis Structure
2 Literature Review
2.1 Study of Advertising
2.1.1 Communication Perspective
2.1.2 Psychological Perspective
2.1.3 Socio-cultural Perspective
2.2 Study of Advertising Language
2.2.1 Semiotic Approach
2.2.2 Stylistic Approach
2.2.3 Sociolinguistic Approach
2.2.4 Pragmatic Theory
3 Theoretical Framework
3.1 Language Service
3.2 Performance System of Language Service
3.2.1 Instrumental Performance
3.2.2 Economic Performance
4 Instrumental Performance of Commercial Advertising Language Service
4.1 Phonetic Resource
4.1.1 Homophone
4.1.2 Onomatopoeia
4.1.3 Rhyme
4.2 Lexical Resource
4.2.1 Innovative Spelling
4.2.2 Personal Pronoun
4.2.3 Monosyllabic Verb
4.2.4 Positive Adjective
4.3 Semantic Resource
4.3.1 Polysemy
4.3.2 Synonymy
4.3.3 Antonymy
4.4 Syntactical Resource
4.4.1 Simple Sentence
4.4.2 Interrogative Sentence
4.4.3 Imperative Sentence
4.4.4 Elliptical Sentence
4.4.5 Present Tense
4.4.6 Active Voice
4.5 Pragmatic Resource
4.5.1 Speech Acts
4.5.2 Conversational Implicature
4.5.3 Politeness Principle
4.5.4 Relevance Principle
5 Economic Performance of Commercial Advertising Language-Service
5.1 Advertisers’Marketing Concept
5.1.1 Highlighting Products’Superiority
5.1.2 Creating Products’Brand Image
5.2 Consumers’Purchase Power
5.2.1 Consumers’Needs
5.2.2 Consumers’Psychology
6 Conclusion
6.1 Major Findings
6.2 Implications
6.3 Limitations and Suggestions
Bibliography
Acknowledgements